MAM
Report on Shemaroo

'What is love': OkCupid may have the answer for Indian millennials

The ‘Love is…’ campaign is conceptualised by Taproot Dentsu.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/12/08/okcupid.jpg?itok=7O8d3R2I

New Delhi: ‘What is love?’ Haddaway had plaintively demanded years ago, and it's a question that still rankles in peoples' minds. With a hope to solve this conundrum to a great extent, international dating app OkCupid has launched its latest digital campaign titled ‘Love is…’ that reclaims love for Indian millennials. The campaign is a conceptual take on love that is unique to your individual personality, values and aspirations. It recognises and celebrates that every person is seeking a different kind of love – from romantic dates to sharing memes, and that uniqueness is valid, accepted and deserves to be celebrated. 

The campaign draws insight from user responses to over 3,000 questions on the app, breaking stereotypes about what relationships mean for dating Indian millennials. A large majority are in fact hopeful romantics with 88 per cent men and 87 per cent women wanting to find love, or have love find them. They are open to finding serendipity of love on a dating app like OkCupid with 61 per cent men and 57 per cent women saying yes to falling in love with someone they meet online. Surprisingly, 68 per cent don’t even believe marriage is mandatory for people in love. When it comes to the kind of relationship they want, 72 per cent believe traditional gender roles, such as men being default heads and not househusbands, or women taking care of chores and children or changing names, have no place in their lives. While, they might believe in love and its serendipity, the kind of love each Indian millennial wants is completely unique. OkCupid’s ‘Love Is…’ takes these insights and brings them to life to showcase how every person is seeking a different kind of love, one that they deserve to have. 

Developed by Taproot Dentsu-Mumbai, the ‘Love is...’ campaign includes four short films as well as a VoxPop. The VoxPop is a fun dipstick video of single Indian millennials as they express their honest views of what love means to each of them. In true millennial style, the answers vary from drawing similarities to food, farts and fairytales. This experiment is an attempt to reflect the diversity of love and what it means for different people spotlighting what essentially makes love and relationships so special and bespoke. The four campaign films also use these insights along with user responses to questions on the app to articulate what love is to different people. 

The first film “Love Is... Working Overtime Together” tells the story of a couple who are career driven but won’t make a compromise on love. It draws from the insight that 88 per cent millennials are looking forward to both love and professional growth, refusing the long held notion that you can only have one. 

“Love Is... all About The Little Things” is inspired by the 87 per cent users on OkCupid who have expressed the importance of everyday romance in their lives. It reminds those looking for a relationship built on the little expressions of love that will find what they’re looking for even if everybody else is telling them otherwise. 

“Love Is... Living In The Moment Together” was born from well-meaning but untrue advice that giving up spontaneity is the road to adulthood and thus a meaningful relationship. This film encourages you to be unapologetically you and find a partner who loves that about you. 

The final film “Love Is... A Partnership” was born from the shifting gender roles in Indian relationships where men and women both play equal roles as homemakers and breadwinners, building a relationship of equality and partnership. This will go live by later today. 

OkCupid India marketing director Anukool Kumar says, “Love is not one size fits all and that’s exactly what OkCupid India’s campaign ‘Love is...’ celebrates. The very fact that most singles are being told that they have to choose between a career and love or romance and practicality is archaic to us at OkCupid! This campaign celebrates love in the way that an Indian millennial craves it, breaking away from the cringey unattainable version that has been fed to us for generations.” 

Taproot Dentsu Mumbai ECD Pallavi Chakravarti says, “What is love? Now if we knew the right answer to that one, we’d be Gods not mortals. So together with team OkCupid, we agreed to do the next best thing for our new campaign – acknowledge that there is no one right answer. But no matter how one defines love, chances are they’ll find what they’re looking for on this app.”

The campaign was featured on OkCupid’s YouTube, Instagram and Facebook pages. The first film went live on 27 November 2020 and has received an overwhelmingly positive response, with over five million views in just a week.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/04/tk.jpg?itok=LBNBAuUg
Decoding Hotstuff's quirky hit campaigns for BFSI brands

With the digital domain growing at a magnificent pace, brands across categories are looking towards it for marketing their products. In the past year, several businesses have admitted to increasing their digital ad spends and investing more time and energy to make the most of the medium.

MAM Media and Advertising Media Agencies
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/03/oreooo.jpg?itok=Y_Jfgk8P
Cookie crumbles: Oreo maker sues Parle over design infringement

NEW DELHI: Mondelez-owned food manufacturer Intercontinental Great Brands, the maker of Oreo biscuits, has moved the Delhi high court against Parle Products, alleging that the design of one of its biscuit brands is similar to that of its popular offering. Intercontinental has claimed that the...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/03/havas.jpg?itok=6kzFqHZ-
Havas Creative India bags digital mandate for ITC's Bingo

NEW DELHI: ITC Foods has awarded the digital mandate for Bingo to Havas Creative following a multi-agency pitch. The mandate includes the complete portfolio of ITC’s salty snack offerings including sub-brands such as Bingo Chips, Mad Angles, Tedhe Medhe, NoRulz and any future launches. The account...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/03/disha.jpg?itok=KN17gPS0
Orra introduces ‘Desired’ with brand ambassador Disha Patani

NEW DELHI: Diamond jewellery brand Orra has added a new category to its brand portfolio, targeted at millennials, by introducing its Desired collection. The launch aims to further expand their contemporary jewellery line for the growing base of young women consumers. The new jewellery line is...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/03/kantar.jpg?itok=4qqxuypX
Deepender Rana is new Kantar South Asia general manager

Kantar has appointed Deepender Rana as general manager for its Insights division (formerly Kantar IMRB, TNS and Millward Brown) in the South Asia region. Rana was leading Kantar's Insights business in greater China.  

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/03/qa.jpg?itok=zYDeHQws
A BLUNT STORY launches sustainable sandals that call out the elephant in the room - petrochemicals

With this range, A Blunt StoryTM hopes to shed light on this reliance, one that can no longer be ignored and challenge the industry’s practices with its radical and pluralistic approach. The approach of a brand rooted in its geography, where the urgency is most felt. Where the effects can be seen,...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/03/mad.jpg?itok=4_IF0YD0
Madison BMB bags marketing mandate for NxtGen

NxtGen Datacenter & Cloud Technologies has roped in Madison BMB to build awareness and saliency for their revolutionary new cloud offering that delivers unprecedented price-performance.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/02/rata.jpg?itok=UPl-iL4t
Ratan Tata to exit Lenskart, makes a killing with 28X return on investment

NEW DELHI: It’s the basic rule of investing: buy and sell at the right price, at the right time. Mastery of this tenet is one of the reasons why Ratan Tata is among the most celebrated and venerated Indian businessmen. The billionaire is known for his angel investment in fledgling enterprises – and...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/03/02/cricket.jpg?itok=7niIiSH1
Viewership, fan engagement & brand visibility: Understanding the power of Cricket Live on TV

New Delhi: With the mini-auction for the world’s richest sports league over, all eyes are now on the brands that will ride high on the Indian Premier League (IPL) especially as it gears up for its fourteenth season this April. Even more so, after its huge success last year, amid the challenges...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required